Cash-on-delivery (COD) was the most preferred method to pay for e-commerce purchases accounting for 70% of all transactions, according to a report by Sokrati that studied more than 1.4 million online ‘purchasers’ buying from over 100 online retailers. Rest of the payment methods like net banking and credit & debit cards (20.5%), and digital wallets (2.4%) together accounted for the remaining 30%. The data was recorded during the first quarter of this year (Q1FY16). However, the average order value on online payments and cards (Rs 1876) were 20% higher than that on COD (Rs 1566). Security concerns and privacy issues, better transparency during transactions, and a smoother checkout process are most likely the reason for such a trend, added the report. Distribution across devices At least 66% of online purchases were made on desktop PCs, with 23% higher average order value when compared to smartphones. Smartphone accounted for 33% of online purchases while tablets had only a 1% share. Interestingly, even though Android had a higher share of 84.4% on Mobile Web purchases, iOS users had a 40% higher average order value when compared to Android. In addition, the study said that devices with larger screen (above 12”) provides a better buying experience, enabling users to research on products (price comparisons, reviews, etc.), hence desktops dominated the share of all online purchases. Users on desktop also had a higher number of repeat purchases when compared to smartphone and tablets. Consumers in Tier-1 cities are buying more Online purchases from Tier-1…
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